Chelsea announce new shirt sponsor
Chelsea Football Club has secured a one-year front-of-shirt sponsorship deal with Circle Internet Group to promote the USDC stablecoin. This agreement marks the end of a period where the club operated without a long-term commercial partner, aligning with their goal of pursuing future-facing, innovative partnerships.
Why it matters
The deal highlights the growing integration of cryptocurrency firms into mainstream sports marketing and reflects Chelsea's efforts to stabilize commercial revenue following a period of fluctuating market valuation.
Chelsea have announced a new one-year front-of-shirt sponsorship deal with Circle Internet Group.
The agreement will promote USDC by Circle, a digital "stablecoin" designed to maintain parity with the US dollar, on the front of the player's shirts this season.
Chelsea said in a statement that Circle "enables people and businesses to move money globally with internet speed and 24/7 availability".
The Blues started the season without a shirt sponsor for the fourth consecutive year since their last long-term deal, with telecommunications company Three, ended at the conclusion of the 2022-23 season.
Since then, Chelsea have agreed shorter-term deals with AI company Infinite Athlete and Dubai-based property company Damac.
However, they have also spent longer without a front-of-shirt commercial partner than any other Premier League club during that period.
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